Asda plans ad drive to back financial services

Asda Financial Services is gearing up to take on rival Tesco with the launch of its first brand advertising campaign.

Aimed at boosting awareness of its breadth of services, the multimillion-pound campaign is expected to comprise TV, press and poster advertising and is to be tested regionally before it runs nationwide in 2006.

Asda declined to comment on its plans, however, insiders say brand ambassador Sharon Osbourne will not feature in the ads.

Although the supermarket has been bringing in financial business through its in-store and direct customer acquisition channels, it is keen to expand beyond these to steal share from its rival supermarkets through the mass media.

The market leader among the 'non-traditional' financial providers is Tesco Personal Finance, which has 4.6m customers, according to research by Mintel in June.

Regional activity for Asda is expected to break in the next few weeks, and follows Sainsbury's Bank's 'Little Bill' car insurance campaign, which broke this summer.

Earlier this year, Asda became the first supermarket to offer an online comparison service for its insurance products in an effort to establish itself as price leader.

Last year, it announced it was to cut £10m from the cost of car insurance for 2005, as it sought to keep the product within its 'everyday low prices' strategy.

Financial services have been a key battleground for supermarkets because they offer highly lucrative returns on a comparatively small investment. Asda Financial Services' products include a credit card, car and travel insurance.

Tesco has a similar offering and has also launched mortgages, pet and life insurance.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug